This week, Instagram launched a series of features for its smart TV app that are designed to keep you glued to your biggest screens at home. Vertical Reels and disappearing Stories now come to TVs, alongside dedicated channels for shared viewing.

The move feels like a desperate bid to compete with YouTube and emerging microdrama platforms. While some features make sense, like casting content from phone to TV, others feel awkward on larger displays. The push towards longform content is a sign that Instagram sees potential in the TV space, but it’s not clear how compelling these new channels will be.

Instagram for TV represents more than just an app; it's a bet on changing viewer habits from mobile to stationary viewing. But can people really sit through short Stories or Reels on their TVs? The company hopes that creators will produce exclusive content tailored for the big screen, but without strong offerings, this pivot could falter.

Ultimately, Instagram’s move into TV is about capturing more of our attention, even if it means changing how we consume content. It remains to be seen whether people will adapt to watching vertical videos on their TVs or if they’ll continue to prefer the convenience and portability of mobile.